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Social media offers both great opportunities, and also challenges, to businesses. For those that embrace social media – by adopting the right strategy – risks can be averted and rewards unlocked. Using a simple framework to create an effective strategy for social media can enable your company to enjoy its benefits.

A number of companies have begun to measure ‘customer effort’ (CE) – how easy (or difficult) it is for their customers to interact with them. The experience of these firms is that CE is worthwhile, offering a good indicator of customer loyalty. Whilst it should not replace other key measures, such as customer satisfaction and ‘net promoter score’ (NPS), it should be considered alongside them.